ABOUT

A NEWGENERATION B2B AGENCY
Our customers are often world-leading in their field. They are innovators and pioneers. They invest heavily in research and development. And they expect new products and services to be effectively introduced to the market.

We are a fast-moving, new generation b2b agency. We work hard to understand our clients’ business and turn this understanding into good ideas and good business.

We work in all channels, all the way from strategy to activation. This gives us the vision to develop big-picture strategies and communication concepts that pay off. Concepts that make things happen on a global scale.

We are a fast-paced, new generation b2b agency but our wisdom stretches far back:

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Hilanders is recruitingPROBLEMSOLVERWANTED
The market is changing rapidly. We are currently building the next generation b2b agency and therefore looking for someone who wants to challenge your – every day life.

Our customers are world leaders in their field, have complex business and work in globally distributed organizations. This places high demands on our business understanding and ability to develop strong strategies and communication concept that pays. That moves forward.

We are moving quickly now. Do not stand still. We are breaking new ground every day.

Therefore we are looking for you with a breadth of former experiences and a digital DNA:
Account Director
Account Manager
Art Director
PR-advisor, Marketing

Strategic full service B2B communication agency. In other words, problem solvers.

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Happy holidays!

A stocking full of dreams

We are always looking to learn and improve. We evolve with every person we meet. In our case, it is the great customers, colleagues and partners we learn from every day.

But we are also lucky to have had the opportunity to follow our dreams. So it feels natural to share this opportunity. To give this year’s Christmas gift to Gundua Secondary School.

Amina Mogetij is one of the pupils of the school. In the spring she begins her final semester and she does it with good grades and the opportunity to study further. She dreams of becoming a lawyer – and we want to keep her, and her schoolmates’, dreams alive.

The school in Ex-Lewa, central Kenya is for Amina and other girls and boys who dream big – despite their everyday struggles. Thanks to donations and volunteer work, the Gundua Foundation has built the school from scratch. Today, nine years after the groundbreaking ceremony, 320 students attend.

We will be taking time off between December 23 and January 6. Even now, we can see that 2015 is going to be an intense and exciting year. We welcome the challenge. But first, it’s time to recharge your batteries and enjoy some much-needed rest.

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Hilanders says

“ni hao” to Shanghai

Hilanders, the Intellecta Group’s specialist B2B agency, has now opened an office in Shanghai, China.

_ “A handful of the world’s major cities will have on major influence on the future of global business,” says Hilanders CEO Christina Kazeem. “Hilanders aims to have a presence in these key locations.”_

The move is a natural step for a internationally focused agency. A number of Hilanders’ clients are present in China, creating demand. Hilanders also has a head start due to the presence of its sister agency Rewir in Shanghai, which has built up local experience and a good network.

“B2B companies tend to be global, with long business cycles and a complex network of touch points,” Kazeem says. “This expansion will enable us to broaden our offering and work more locally for our clients, gaining a unique understanding of their markets. Shanghai is just the beginning.”

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TeliaSonera International Carrier

First signs of your game going massive

In a multi-billion dollar industry full of start ups, it’s hard to identify the next-big-thing. That’s the challenge that TeliaSonera International Carrier faced. They wanted to raise awareness with the small number of gaming companies that actually get big enough to need backbone connectivity. The problem is, nobody knows who they’re going to be. Our solution was to let them identify themselves.

We developed a series of cosplay images that placed gaming characters into everyday situations. These were accompanied by the text, “First signs of your game going massive? Get on our backbone”. It aimed to let gaming companies, at the point where their fame is spreading from the game to the real world, identify themselves and the fact that they may soon require a backbone.

Accompanying this, we developed a slideshare presentation and online article that aimed to engage the segment by looking into the future of gaming.

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Seminar

How to create engaging B2B video content

Many companies use film in their B2B communications, with mixed success. While dreaming of going viral, how do you actually make sure you get return on your investment?

When it’s done right, film can drive engagement, leads and sales. We’ll tell you how. Together with our friends from Unreel and Be On, we will show how to create and spread film that will connect with your audience.

We take you through the whole process – from strategy and concept to production and distribution – all over a good breakfast!

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New win!

Sandvik Construction

Last spring, Sandvik Construction ran an agency pitch to find a new strategic partner for its global communications, with a focus on aftermarket. Hilanders came out top.

“We needed a partner with strategic understanding, who would be able to help us work proactively with business-to-business communication. We found that partner in Hilanders,” says Johan Dotzauer, Marketing Manager, Tools Consumables & Services at Sandvik Construction.

“This is an account we have long dreamed of, and have worked hard to win. We have a strong track record when it comes to building strategic communications for Swedish companies in a tough export market,” says Christina Kazeem, CEO of Hilanders.

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Account director, look here!

The market is changing quickly. We are building the next generation b2b agency and looking for people who want to challenge themselves – every day.
Our customers are world leaders in their field, have complex businesses and work in globally distributed organizations. This places high demands on our business understanding and ability to develop strong strategies and communication concepts that pay. That have an effect.
We are moving quickly. Don’t wait. We are breaking new ground every day.

Now we need another talented strategic account director. You enjoy working with major accounts, thrive in an international environment, and are used to doing business at C-suite level. You are also skilled at building relationships and solving problems.

Required skills and experience:
• Extensive account management experience gained at a communication agency. Experience as a communications manager or similar at a larger company is also desirable.
• Insight and strategy work, with the ability to move business understanding into communication.
• Networking, pitching and calling up prospects.
• Excellent communication skills in both Swedish and English.
• Digital DNA and experience of digital PR.
• Comfortable with a range of activities to promote Hilanders – from sitting on awards juries to giving talks and presentations.
• Educated to degree level.

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TeliaSonera International Carrier

Spoiled Generation wins award

The TeliaSonera group has B2C brands in 17 countries. So for a B2B brand to win the Grand Prize at their brand awards, they must be doing something right.

Hilanders’ work with the Spoiled Generation campaign has helped TeliaSonera International Carrier (TSIC) to win the Best Brand Building award as well as the Grand Prize at the TeliaSonera Group Brand Awards 2014.

The Spoiled Generation campaign is built around the short film “A message from your future end users”. By standing out from other wholesale carriers, the activity also stood out as a great example of inside-out branding, by having employees engage with the activity, which ultimately resulted in amazing achievements for the brand: TSIC moved from number 7 to number 1 in South America and is to become number 3 in North America. They have added 27 new US logos to the customer base and has since had consistent positive sentiment in social media.

It has also earned the TSIC team tickets to the Cannes Lions – their prize for winning. Hilanders congratulates TSIC and thanks them for having the courage to say “yes”.

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Svenskt Vatten

Mitt Vatten campaign

Svenskt Vatten (Swedish Water) is an organisation that represents the water providers of Sweden. They have started the Mitt Vatten (My Water) initiative in order to work for sustainable water solutions, access to fresh water as well as keeping lakes, rivers and seas clean. They also strive to inform Swedes of all ages about how important their water actually is – today and in the future

We designed a new website for Mitt Vatten and flooded it with lots of useful content for kids and grown-ups as well as educational resources for school teachers

To keep the website alive and dynamic, we update its content regularly, and we make sure to tap (no pun intended) into water-related news – such as the UN initiated World Water Day.

Another example is the Swedish Car Wash Day, where Mitt Vatten provided advice about how to make car washing a clean experience not only for cars but for the environment as well. The campaign made it onto the news on Swedish television and representatives from Mitt Vatten were interviewed on the subject.

Please check out the site below – and stay tuned since we keep packing it with new useful and watery stuff.

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TeliaSonera International Carrier

Geography is History

TeliaSonera International Carrier keeps popping up everywhere. Their three new PoPs in the Middle East are another step in bringing people together via connectivity. This campaign is based on the simple idea that the network removes the distance between people. And it sure does. This means a lot faster and better connectivity. So users in Dubai and other countries in the Middle East can enjoy the same quality when, for example, streaming films or playing online games.

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Canon Business Center

Stop Delaying. Get it done in time

We check our e-mail 50 times a day on average. And every time we are interrupted, it takes about 15 minutes to regain full focus, says Alexander Rozental, consultant at Psykologifabriken and author of Dansa på deadline , a new book about the psychology of procrastination. No wonder it feels like we don’t get anything done some days! It’s a problem that Canon’s advisors often encounter. To tackle the issue, Hilanders has enlisted the help of Psykologifabriken in developing a new content marketing campaign for Canon Business Center.

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We're hiring!

PR + B2B = BOOM!

Hilanders is looking for a strategic and creative PR consultant. Like us, you get fired up by B2B, complex communication assignments, and helping clients to make an impact in international markets. You also have excellent communication skills in both Swedish and English, and an extensive network of national and international contacts.

As well as being independent and structured, you have a long-term focus and contribute actively from early idea generation through to delivery. You’re equally at home creating or executing strategy, and pride yourself on quality in every detail.

You are easy to work with and enjoy a working culture characterized by creativity, openness and the will to win.

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Another magic English copywriter

Kiwi to Hilanders

To meet the ever-increasing demand for international content, Hilanders has recruited another native English copywriter. Originally from New Zealand, Greg Woods has worked on both sides of the fence: as a marketing manager and a freelance copywriter.

“As a B2B copywriter, writing is the second most important thing I do. Understanding comes first. Not just the client and their offering, but also the customer and what makes them tick. It takes a lot of research, but that’s my favourite part of the job – it means I’m always learning something new.”

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New position available

GRAPHIC DESIGNERS APPLY HERE!

Hilanders is looking for a graphic designer with flair and a sure instinct.

You are creative, forward thinking, self motivated, and thrive on responsibility. You’re also structured and efficient, and can turn design ideas and concepts into powerful communication in print and digital media.

You have several years’ experience and proven abilities in the following:

• Actively working with ideas and concepts
• Working with an AD to develop graphic solutions from briefs/sketches
• Digital and print media production, including cooperation with digital producers
• Adobe Creative Suite, retouching and web
• Understanding brand platforms, profiles and graphic identities
• Working from a wide range of input materials, from concept sketches to heavier text documents, in both Swedish and English

It’s a great bonus if you have experience with moving image, e.g. film and animation.

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Envirotainer

Message on a container

Why we put an 8-year-old on a container

When you really need people to do a good job; you don’t just tell them what to do, you tell them why they are doing it.

This is the idea behind Envirotainer’s new company presentation. Safe pharmaceutical transportation takes more than technology, it takes the engagement of everybody in the cold chain. It takes active thinking.

That’s why we introduced Dora – an 8-year-old girl with diabetes. We put her photo on a temperature-controlled container with a message about how important its contents are to her. The aim is to help people connect what they do with how it can help others.

Hilanders developed this concept and worked with Envirotainer to turn it into reality. The journey of the container from Amsterdam to Singapore has been used as the basis for a short film to show what Envirotainer stands for.

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TeliaSonera International Carrier

Introducing the spoiled generation

Who are the spoiled generation? And what created them? This is the theme of TeliaSonera International Carrier’s awareness campaign for its US network expansion. It takes a different approach to communicating with the telecommunications industry; an end-user perspective from the very near future. Demand has gone exponential and meeting today’s demands is no longer enough.

The approach has its base in the insight that people won’t go back once they experience a new technology or a faster connection.

Shot over two days in Los Angeles, this short film offers a glimpse of the future.
We are proud to say it’s got over 50k views on YouTube (and counting) and a little mention in TheGuardian!

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Hilanders new recruits

Hilanders’ latest recruitment strengthens its offering within content marketing – an important focus area for the agency.
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Louise Borglund brings 15 years of strategic marketing and sales experience to the mix, and particular expertise in getting the right content into the right channels.

“We need to rethink todays b2b Communication,” Louise says. “Through relevant communication, smart placement and a good platform to support sales, we can make brands much stronger.”

Hilanders CEO Christina Kazeem says: “There are many touch points for communication during a sales cycle, and the evolution of digital b2b is creating dynamic new ways for brands to reach their customers.”

The agency has also recruited graphic designer Fredrika Stern, who most recently worked for the human rights organization Witness in New York. Fredrika was awarded a Gold Pencil in the student category for New York’s MillionTrees NYC environmental campaign.

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TeliaSonera International Carrier

Clearing the smoke & mirrors

In B2B marketing, sometimes the truth can get lost in the noise.
So what happens when your competitive advantage gets lost with it?

This was the case with TeliaSonera International Carrier (TSIC). As the owner of a global fiber backbone, they offer one of the world’s largest IPX networks. IPX – also known as the private Internet – delivers higher quality connection than the public Internet can. The problem was that competitors had gone to market early with products that weren’t real IPX. In the confusion this was causing, TSIC was struggling to communicate its global advantage.

Communication strategy
The communication strategy developed by Hilanders was pure and simple: to tell the truth. Hilanders worked with TSIC to develop a content marketing campaign to communicate clearly and objectively what IPX is, and in doing so, to highlight the benefits of TSIC’s network.

Content appropriate to different levels of technical understanding was developed:

• A white paper When LTE goes global that provides a mobile network operator perspective on what IPX will mean for the industry

The campaign site developed to carry this content was built around the IPX Blog. This gives TSIC a strong voice in the discussion and a channel to provide relevant up-to-date content. It also contains the Ask an IPXpert forum that lets TSIC engage on a technical level with those who speak only in acronyms.

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inkClub chooses Hilanders

inkClub has chosen Hilanders as its new agency partner. The assignment is to create communication based on inkClub’s new brand strategy, which repackages aspects of the company’s offer and targets new audiences.*

Sofie Struwe, Marketing Director at inkClub, says: “We’ve been impressed by the team’s business understanding and well-founded reasoning. In the past we’ve done a lot internally, but now we feel it’s crucial to have the right support on our brand journey. Especially as we’re addressing both consumers and businesses in 14 markets.”

Christina Kazeem, CEO at Hilanders, says: “We’ve had inspiring discussions about inkClub’s business all the way to the finish line. Now the whole agency is celebrating!”

inkClub is a pure play e-retailer that has long been a strong brand in ink cartridges and toner for printers. Today the company offers a broad range of consumables for home and office.

“Major branding assignments are always exciting. But inkClub is a particularly important addition to our client list, as theirs is a purely online business. Further confirmation of Hilanders’ strong strategic offering in digital communications and PR,” says Christina Kazeem.

Karl-Johan has gained extensive digital media experience during his successful career in B2B and B2C communication. He has worked with a range of major international brands, including Assa Abloy, Nasdaq, SCA and Ikea.

“Hilanders has an impressive client list. My recruitment helps us form an additional creative team, which is exciting because I get to be involved from the start,” says Karl-Johan.

Karl-Johan’s was previously Creative Director at Creuna. He has also worked at TBWA, Hall & Cederqvist and Framfab, picking up awards at Guldägget, Epica and Cresta along the way.

“Interest in B2B communications is growing strongly, and we will need to recruit more people in the autumn,” says Christina Kazeem, CEO Hilanders.

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focus on b2b first,consumer second

We all know that trends change fast in today’s society. One aspect of this is that new brands appear and others disappear at a high speed. Brands that once were obvious to us are today gone from the market and will probably not stay in our minds for long after their existence. There are of course several reasons why brands come and go. Some of them fail because of bad leadership others changes in the market, but most importantly the technical evolution.

Today’s society challenges brands to think fastforward and keep up with changing market and trends. In the western society we recognise emerging market brands with a global thinking. These brands are advancing through different paths to brand success. Schumpeter argues in an article in the Economist (Jun 22nd 2013) that one coming path for a global brand success is to focus on business customers first and then woo private consumers. One example is Huawei, a giant maker of telecoms equipment, now a rising producer of mobile phones. Huawei started as a B2B focused company and after establishing a successful business changed its focus to consumer products. Another Chinese firm, Galanz, began as a contract manufacturer for Western firms but now sells microwave ovens under its own name.

The past 20 years have seen a massive redistribution of economic power to the emerging world. But so far there has been no comparable redistribution of brand power. But the new breed of emerging market firms is now packed with highly educated people who are determined to conquer the globe. This by embracing the digital behaviour and doing b2b first.

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Rockwool

IPAD APP THAT GIVES GREAT ADVICE

Did you know that 70 percent of employees feel they would be more productive in a quieter work environment? To remedy the problem, ROCKWOOL has launched an iPad app that helps salespeople solve their customers’ problems. First, the app has been developed as a new type of sales tool that makes it possible not only to learn about acoustics, but also measure the noise levels, and experience the sound of good and bad acoustics. Everything needed for ROCKWOOL to demonstrate to customers how they can improve their work environment.

The iPad app was launched initially in the UK, France, Italy and Poland. With the launch, Hilanders also produced a handbook of tips on how to solve the problem of poor acoustics, so that sellers will have even more tools to talk about with customers.

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New Production Manager

Sandra Kollberg

Hilanders BUILDING A NEXT–GENERATION B2B AGENCYANDEXPANDING IN STOCKHOLM

Hilanders is recruiting. We are looking for: art directors, copywriters and project managers. “Our latest addition is Sandra Kollberg who started as a production manager and has quickly become the new spider in the web. – Sandra is the perfect combination of creativity and hard hands. Her projects are always organized and on time. I am so pleased that she chose to come to Hilanders” says Christina Kazeem, MD.

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Canon Business Center

STOP SEARCHING, START FINDING

We are launching an entirely new philosophy for Canon Business Center. Documentism consists of seven principles. It draws on insights about how people act and how they can work to become more efficient.
Canon Business Centers are located across Sweden and are one of the leading providers of printers. But Canon Business Center offers much more than just products – they have a lot of software and smart systems to help you work better with documents and information.

“The beauty of Hilanders’ work is not just that we got a new campaign, which one would expect of an advertising agency,” said Anders Hannola, Marketing Director at Canon Sweden. “They took it one step further and developed a whole philosophy about how we work and the added value that our sales organization creates.”

A pillar of documentism is “Stop searching and start finding” and it is also the focus of the first campaign. The campaign rolled out during the winter and spring of 2013.

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Alfa Laval

In Good Hands

In Good Hands – concept and communication.
For many years, Alfa Laval’s marketing to the food and pharmaceutical industries had a different concept for almost every campaign. “With Hilanders strategy and a comprehensive communication concept, we now have our communication together, which is good for the brand.” says Xenia Nolev Central communication manager at Alfa Laval. In Good Hands concept and promotions below were produced 2010-2013.

The project also identified four trends (industry drivers) that Alfa Laval uses in product development, as these are top of the industry’s agenda for change.
Alfa Laval and Hilanders have worked together since 2003.

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Take a holistic approach to statistics

Advertising Analytics 2.0

With a limited marketing budget – and an ever-growing number of channels to choose from – it is important that you allocate your resources optimally. Many companies are stuck in outdated data analysis methods that analyze different channels’ and campaigns’ effectiveness in isolation. But a potential customer’s buying decisions are rarely based on a single factor, but rather the broader picture created by the brand. In order to understand customer buying behavior, companies should take advantage of the vast amount of data available, to create a complete picture of their marketing’s effectiveness. Understanding how different channel interaction affects branding and sales is necessary to determine how resources are allocated.

In a study from the March issue of the Harvard Business Review Wes Nichols (Marketshare) presents Analytics 2.0: the three basic steps to get more out of your marketing budget. This method, which takes a holistic approach to statistics, has been shown to result in 10 – 30% better results – without adding a cent to the marketing budget:

1. Attribution (data collection)
To get a good foundation in the analysis, it is important to collect as much data as possible. In addition to pure marketing data collected from sales, finance, customer service, distribution, etc. External factors such as competitor activity and weather conditions are also taken into account.

2nd Optimization (analysis)
By working with a wider range of data, one can see the covariance of different marketing channels, in different places and for different products. Against this background, companies can test different scenarios to a totally new degree. What results do we get if we add a larger proportion of the budget to online videos? What is the effect on our sales if a competitor launches a new product? With knowledge of the interaction between different channels, you can now find the optimal marketing mix for any given situation.

3rd Allocation (allocation)
The traditional marketing approach required promotions and campaign decisions to be based on retrospective analysis of channel relevance and impact. This broader statistical analysis produces continuous information flow about the effects of the current activity. It creates opportunities to continuously correct and reallocate resources to achieve maximum impact.

B2B marketing is increasingly a matter of having access to information. In order not to fall behind in development, it is therefore important for any business to take advantage of all the information they have access to. We are seeing a shift of focus from a backward-looking assessment process to a proactive, flexible, and statistically valid marketing mix.

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Siemens

The art of security

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Sandvik

WE ARE WHERE YOU LEAST EXPECT IT

Sandvik need to recruit vigorously to meet the demands of the Group’s world-leading products. Therefore, they have broken almost three years of silence. The campaign is a further development of the advertising concept “We are where you least expect it.”

The Sandvik brand itself is well known. However, there are few potential employees who know exactly what the group does and that it is a world leader in many areas.
“We work with advanced technologies. Furthermore, we are bigger than many people think. Sandvik has 47,000 employees in over 130 countries, so there are great development opportunities. The goal is to become one of the top three most popular employers in the engineering industry.” says Anders Wallin, Vice President at Sandvik.
“Sandvik’s expertise affects people’s lives more than they realize. The campaign concept is to highlight the unexpected places where Sandvik is. The list includes the warship Vasa, the Alps, the Australian Desert, ears, soda cans and wind turbines.

“We had begun to change the image of Sandvik when the recession hit in 2008. The new campaign is not only a continuation but also a communicative development given how habits have changed just over the last few years. It offers an “aha” moment in several ways, “said Wallin.
The Group’s focus on technology – not least – the key target group of young engineers is reflected in the selected channels and communication technologies. QR Codes and Mobile are central and let the audience literally look into the Sandvik world. The app includes a game where the prize is a trip where you least expect.
“We have selected some of the most interesting places in which we operate. But it is the winner who chooses. They can then go to Gimo or they can go to Sydney,” says Wallin.
The campaign employs selected media, outdoor, business press, web and social media.
“We start at home, in Sweden, but the idea is to roll out the campaign in other countries,” says Wallin.

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New Art Director

Sasan Faghihi

Sasan Faghihi, an art director with extensive experience in B2B communications, has joined Hilanders in Stockholm to strengthen their creative and strategic offering. Sasan has a successful career in B2B working with Gyro Stockholm (with clients such as Google, Panasonic and Adobe), Gyro New York (with clients such as ITT, GE Healthcare and Océ) and TheFishCanSing in London (with clients such as Nike, Motorola, Absolut and Yahoo).

After returning to Sweden, he made a brief appearance on Ehrenstråhle before he started The Study along with Vicky Stiller and Mark Robinson. There he was, among other things driving the evolution of HiQ’s brand with the award-winning “Unthink” concept.
Sasan Faghihi has been awarded the SAAB Art Award, won the Art Directors Club award (along with the Office Fibre), awarded a 50 Watt, and won the Animation Industry Award for HiQ films.
It is also rumored that he has never lost an agency pitch (knock on wood).
At Hilanders, Sasan works with a range of clients including being Art Director for Canon Sweden and TeliaSonera International Carrier.

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My Big Day

DIFFERENT ANNUAL REPORT

My Big Day is a foundation that realizes seriously ill children’s dreams. When it was time to make an annual report, we wanted to do it in a way that was consistent with the Foundation’s brand.

For My Big Day, transparency on how money is used is incredibly important. It is also important to take every opportunity to build brand and awareness.
The result was to do a combination of the traditional annual report and a puzzlebook; find five errors in the income statement, counting stars, fill in lines to see wishful dreams etc – but also of course all the important figures to be included in an annual report.

The annual report is used in several ways. One is to tell major donors about what the Foundation has accomplished in the past year. For these companies the insight in the activities are important to their own CSR. Another way is that the annual report is used to attract new donors among companies as well as gaining media coverage / public awareness.

The Annual Report was distributed with a package crayons to make it easy to get started!

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Projectplace

Get more you out of you

The project tool Project Place is investing in raising its profile and clarifying its promise to customers. The aim is to distinguish Project Place from all other collaboration tools available on the net, which traditionally have a very technical look. They now have a brand-new communication concept, “Get more you out of you”, that puts people and cooperation in focus. The concept flirts with the idea that sometimes you feel like you need to clone yourself to get everything done. The concept is a great strategic business initiative and was launched in seven European markets in ads, mobile channels, web, direct communication etc.
Project Place has also taken the opportunity to freshen up both the logo and visual identity with brand agency Rewir. Project Place is a European leader in project collaboration on the Web with 670,000 users and customers in over 150 countries.

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KPMG

KPMG Case Competition

Hilanders has made a comprehensive employer branding campaign for KPMG and the KPMG Case Competition – the world’s largest competition for business students. Economics students from 40 countries compete at a national level and then meet in the final in Hong Kong early next year. This is KPMG’s key initiative to market themselves to potential employees.

We took the strategic decision to start with Facebook as the hub of communication. From there, we communicate actively what happens in the semi finals, finals, etc. We have recorded movies with former contestants and judges in Sweden and the United States and published these on the Facebook page. We put a lot of energy into creating a vibrant presence on Facebook for the many students who are active in the forum. On the theme of “Start in your classroom, finishing in Hong Kong”, we make communications through other channels, including newspaper advertising and banners on relevant sites. Not least, we collaborate with eight selected universities around Sweden.

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Hilanders, Business Week & Résumé

B2B Conversations

The world is changing and the challenges are becoming greater for those who are in leadership positions at your company. Most agree that communication is a critical success factor and a strategic issue for business leaders – but how do you translate words into deeds? Along with the Business Week and Resumé Hilanders – Sweden’s leading B2B agency – we took an initiative to hold a discussion about this under the name B2B Conversations. Read previous discussions here.

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Kungsleden

HUNT FOR O

Kungsleden is facilitating opportunities. But how can we raise awareness of the company? We developed the concept of “Raiders of O”. In Swedish, the prefix ‘”o” means “un” or “not”. We show that Kungsleden removes the letter O from different words. Impossible becomes possible. Inflexible becomes flexible. Impersonal is Personal etc.

The concept works just as well inside the organization as it does externally in communication. The employees themselves have collected over 300 O-words which form the basis of the words we use in the campaign.
Raiders of O started at Lucia with spreads in Dagens Industri and O saffron buns for the staff tenants at Kungsleden.

The campaign continues with more advertisements in newspapers and magazines, commercial and digital communications.

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Securitas Direct

THE VERY BEST

During November and December, Securitas Direct went out with a special offer for existing customers. For a very reasonable price, customers could complement their existing home alarm with Verisure’s unique fire detection. We developed a campaign that ran during the most common fire period in Scandinavian countries, Holland and Belgium. The initiative was based on postal mail-outs, email and web in several steps. During November the campaign was supplemented by TV commercials for the brand Verisure. In Sweden, it also included an appendix on fire safety in the newspaper Villaliv.

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Dyslexia Association

Frammtiden

For many, reading and writing are major obstacles in life. When children with dyslexia are met with ignorance and lack of understanding, the consequences can be life-long. Negative self-image, self-confidence and self-esteem can have effects that young people never really recover from.

Disseminating knowledge about dyslexia is extremely important. We are therefore very pleased that the campaign for the Dyslexia Association was voted print ad of the month by the Resumé jury. However, we forgot to tell you about it when it happened. But better late than never, and the issue is just as relevant now. We hope that this campaign will help to raise awareness of the problem.

This was part of an extensive campaign that the union operates. Consisting in part of a series of ads in DN.

Kampanjen startar i september och går i dagspress, utomhus och på webben. We in Sweden are world champions at collecting light bulbs and electronic waste. Yet 200 000 bulbs still wind up in glass recycling each year. This affects the recycling of bottles and cans. To overcome the problem, EL-Kretsen and Avfall Sverige signed up Hilanders.
The idea is that light bulbs, cell phones, curling irons, etc. are a part of everyday life. And that companions in life would of course say goodbye in a fair way when the devices break. The purpose is to show the way to collection points and the importance of recycling without pointers.

The campaign starts in September and goes in the daily press, outdoor and online. Food retailers, with Coop at the forefront, complement efforts from small store activity.
The campaign site tackochhej.se gives visitors quick and transparent information and directions to the right collection points. Among other things, visitors are tipped off about EL-Kretsen’s recently updated app Recycle, which makes locations and maps available on the mobile.
Hilanders has collaborated with industry association Avfall Sverige since 2007 and developed the four campaigns that can be used simultaneously, independently of each other.
- We wanted to create instant recognition and avoid clashes with our other promotions. Therefore, the desire to co-campaign with EL-Kretsen harmonizes with our previous efforts. It has also enabled us to produce a cost-effective campaign, says Anna-Carin Gripwall, CIO at Avfall Sverige.

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ROCKWOOL'S PARTNERSHIP WITH Hilanders

A store can increase sales by 5-10 percent just through improved acoustics. This is just one of many new insights gained through the new collaboration with Danish ROCKWOOL Group. New insights are of course one of the things that are so fun with new customers. And the fact that we attract companies from other countries is always something special.
Just before Christmas, the Danish insulation giant ROCKWOOL International began cooperation with Hilanders. The cooperation concerns the campaign and sales tool at business level in order to support sales and strengthen the brand.
Besides insulation Rockwool products are also noise-reducing and key in creating stress-free living and working environments, with good acoustics: – We are affected daily by traffic noise. Much more than we think, says Malene Bernfeld, Marketing Communication Manager at ROCKWOOL International. A shop can, as a rule of thumb, increase sales by 5-10 percent through improved acoustics and 70 percent of employees feel that they would be more productive in a quieter working environment.
Malene came in contact with Hilanders for the first time about six years ago:
- Hilanders, with its B2B focus, had an incredible ability to understand complex business reality, and then find the right balance between a relevant message and creative concepts, which are the foundation of effective communication, says Malene.
- Our first challenge along with ROCKWOOL International is to develop tools that make it easy for the company’s customers and sales channels to design and build stress-free environments, with good acoustics, says Johan Maack Project Manager at Hilanders. In addition to traditional marketing materials, we will also develop a ROCKWOOL app which can measure noise levels and propose solutions for different business types.

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Malmö live

Malmö's new venue

Malmö’s new congressional, hotel and concert hall, to be built on Universitetsholmen, has a name – Malmö Live. In Malmö’s new venue, people interested in music, Malmö residents and visitors can gather to enjoy the diverse and exciting range of events that will be available in Malmö Live.
The first sod was turned in June this year and in three years, Malmö Live will open the gates. Concert and congress activities will form the core of the business, but the centre will also include a hotel with sky bar, cafes, restaurants, space for exhibitions and performances and much more. The new conference facility that is now emerging is an important business venture for the City of Malmö. Its situation in Malmö City is excellent, close to the airport and directly connected by bus and train. Malmo Live also has a major focus on the music and culture of the city. Malmö Symphony Orchestra will have access to world-class concert halls but the premises will also be a live stage for visiting artists and other cultural events in Malmö.
Because the centre will have a range of different types of activities under one roof, it has been a challenge to name it. In a series of workshops, representatives from the City of Malmö, Malmö Symphony Orchestra and the Clarion Hotel produced a consensus on defining the required characteristics.
- A name should be easy to remember, but we have also had many other variables in mind while working on the name issue. The name would lift Malmö, be internationally viable and reflect the character of the centre as well as the people of the city. Malmö Live has the properties, says Anders Mellberg, Communications Director of the city of Malmö. Hilanders was commissioned by the City of Malmö to be responsible for brand management and develop a name.

FACTS Malmö Live Skanska is an entrepreneur and developer for the convention and hotel components. Malmö is the developer of the concert portion. Behind the architecture are the Danish architects Schmidt Hammer Lassen. Both the hotel and congress activities will be managed by Clarion Hotels.
Malmö Live will be completed by summer 2015.